After a relatively long absence, the Estee Lauder is planning to release a new scent. The Estee Lauder Modern Muse fragrance marks a new beginning for the label. After a decade of absence from the fragrance scene, the high-end label is planning to regain its status as a fragrance power house. For this purpose, the label did its best to reflect the modern spirit while still staying true to the label's rich heritage.
Jane Hertzmark Hudis, global president of the Estée Lauder brand at the Estée Lauder Cos. Inc. told WWD.com that: “This is the most important fragrance moment we’ve had in a decade. Modern Muse captures what it means today to be independent and confident in one’s own sense of self and style.” What exactly does the name Modern Muse meant to reflect? “We mean the idea of confidence that inspires.”
The new Estee Lauder Modern Muse perfume is meant to appeal to both longtime fans of the brand and to younger fashionistas. Since reflecting the needs of modern fashionistas is no easy task, the new scent couldn't have been a simplistic one. One of the fragrance developers described the new scent as “modern, and has the subtlety of contrasting forces…a modern muse is a study in contrasts. It’s about dynamic tension in a woman’s life.”
The Estee Lauder Modern Muse fragrance brings two different types of notes and combine delicate floral accents with sleek woody influences. The Modern Muse fragrance first seduces with notes of mandarin, tuberose, fresh lily, honeysuckle nectar, dewy petals, jasmine sambac and jasmine sambac China absolute. The bouquet of scents is then perfected with notes of patchouli, Madagascar vanilla, amber wood and soft musk which create a fab contrast.
The Modern Muse by Estee Lauder perfume will be launched in September. The eaux will come in three versions: 1 oz. which will retail for $58, 1.7 oz. priced at $78 or 3.4 oz which will cost $98. Other offerings include a 1 oz. perfume for $285 and 6.7 oz body lotion and shower gel, both priced at $50 which will debut later on.
As for the ad campaign, who could be better at promoting the new Estee Lauder fragrance for 2013 than a muse? Arizona Muse is the face of the scent. The new ads will hit major publications in September.